Sony Music Masterworks, a division of Sony Music Entertainment, has acquired a majority stake in Proactiv Entertainment. The Barcelona-based production company specialises in the production of live shows and experiential events worldwide - concerts, festivals, family shows, theatre, musicals and other entertainment.

Proactiv Entertainment's current CEO Nicolás Renna will continue to lead the day-to-day operations of the company, which has sold two millions tickets over the last five years. He will be working alongside Sony Music Masterworks President Mark Cavell, and Sony Music Spain and Portugal President José María Barbat, to grow the business through an expanded range of new events, venues and experiences.

High-quality productions
Mark Cavell says that his company is “thrilled to partner with Nicolás and Horacio Renna to take Proactiv Entertainment’s business to the next level and help more leading artists and brands connect with fans through high-quality productions worldwide. They have a strong vision and key creative relationships around the world. Together with Sony Music’s expertise, resources and broad portfolio of live entertainment properties, we look forward to creating even more innovative live experiences for audiences everywhere”.

Proactiv Entertainment was a pioneer in event production in the Spanish and Latin American markets. Founded in 1987 by Horacio Renna, his son Nicolás, who is now the company CEO, said, “I feel very proud to continue my father’s legacy, as well as the work I began at Proactiv Entertainment almost twenty years ago, with a partner like Sony Music Entertainment. We share vision and values, and we are firmly committed to creating a global leader in production and promotion of live experiences”.

Values, professionalism and hard work
Horacio Renna also said that he is “very happy and proud that Proactiv Entertainment, which I founded over 35 years ago, is joining the Sony Music Entertainment family. We have built our company to be one of the leaders in our sector and a standard-bearer through our values, professionalism and hard work. Today starts a new era of success, made even greater by a partner with such a track record and world-class capabilities”.

The acquisition of Proactiv Entertainment follows other recent deals as Sony Music Masterworks looks to grow its global entertainment business. It is the first deal of its kind in Spain as part of this strategic plan.

^{Photo: Sony Music Masterworks
_{On the left, Mark Cavell, President of Sony Music Masterworks, and on the right, Nicolás Renna, CEO of Proactiv Entertainment.}}